By Adrian Furnham, Barrie Gunter

The kid's and teens' marketplace has develop into more and more major as youth became extra prosperous and feature an ever becoming disposable source of revenue. Children as Consumers strains the levels of client improvement during which childrens go and examines the most important resources of impression upon younger people's shopper socialisation. It examines: * the categories of items kids eat * how they use their cash * how they reply to forms of advertisements * whether or not they have to be safe via specific laws and rules * marketplace study ideas that paintings good with teens. Children as Consumers might be beneficial to scholars of psychology, sociology, company and media stories, in addition to pros in advertising.

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Extra resources for Children as Consumers: A Psychological Analysis of the Young People's Market

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In some instances, there is a belief that advertising affects, in a direct sense, childrenâ s attitudes towards products: the more children see, the more positive their attitudes are likely to become. Elsewhere, a view has emerged that advertisingâ s influences may operate more subtly upon wider consumer values. Even if advertising produces favourable attitudes towards products, it does not automatically follow that this will lead to purchase behaviour on the part of children, or even to a predisposition to request purchases of parents.

Effects on knowledge, attitudes and values Television advertising can have effects upon children, potentially, at a number of psychological levels. It may influence what children know about products and consumerism, their attitudes towards products and brands, or their consumer values. Advertising may also affect purchase behaviour. Before turning to the evidence concerning the latter subject, how does advertising impact upon childrenâ s consumer knowledge, attitudes and values? Researchers who have studied this topic have produced varying and equivocal answers.

Surprisingly, Riecken and Yavas found that children held negative opinions about advertisements and in a majority of cases questioned whether or not they were telling the truth. Furthermore, children did not always believe that advertised products represented the best buys. Advertisements were regarded as giving an excessively rosy impression about products, which ought not to be taken at face value. Childrenâ s overall attitudes toward advertisements in general, and toward OTC drug, cereal and toy commercials were different.

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